Cat food brand Sheba has found hope on the coral reef.
"If we don’t act fast, coral reefs face extinction, threatening a quarter of all marine life," the voiceover begins before noting that anyone who watches the ad has contributed to raising funds for coral reef restoration. Footage of aquatic life zooms out to reveal the word "hope" written in the reef, at which point the ad declares that Sheba has embarked on "the world’s largest coral reef restoration program".
The work signals Sheba’s plans to restore more than 185,000 square meters of coral reef globally by 2029, as marked with the "Sheba Hope Reef" (from the ad), which was planted in August 2019. It was created by Clark Edwards, Andre Hull, Mat Scholes, Pieter Rossouw, Ricardo Porto and Victor Bustani; and directed by Murray Butler through Framestore, Weare17, The Glue Society, Indo Pacific Films, Flare Production, Make Me Pulse, W3 and King Henry. Media is handled by Mediacom.
It comes alongside a 17-minute long visual (directed by Paul Bruty through The Glue Society) which documents the growth process behind the growing the words "hope grows" in the reef.
Last month, Sheba launched an ad targeting tired cat parents.